Disconnect Customer EngagementIn this day and age of digital customer engagement, burgeoning ecommerce sales, and a significant uptick in mobile transactions, it seems incongruous that there could be a disconnect somewhere along those lines.

But there is, at least according to new digital consumer research from Contact Solutions’ latest white paper titled, “The Digital Disconnect.”

While consumers continue to engage via multiple channels, enterprises don’t necessarily deliver the best experience in the channels consumers prefer, according to the research. For example, 56% of online shoppers expect a phone call to provide the best experience for getting assistance, but fewer than 30% of them actually prefer to start there.

What’s more, a staggering 75% of consumers indicated that they would rather use mobile customer care inside an app because it reduces time and hassle, but in excess of  95% of mobile apps force the user to exit the app to get live assistance via phone, chat, messaging, or email.

Today, mobile commerce accounts for nearly one-third of all U.S. transactions, creating a demand for enterprises to evolve and accommodate new customer behavior and expectations.Disconnect Customer Engagement

Here are some other key research findings:

Mobile commerce isn’t just enabling new behaviors, it is changing preferences and accelerating digital transformation

53% of online shoppers most often start with email to get assistance, but less than half of them actually prefer to do so - and more than half of them expect it to result in the worst experience of any channel

Online shoppers think social media is 12 times more likely to deliver the worst experience than the best experience for getting assistance

Few online shoppers today actually start on a mobile when they request assistance, but nine times as many say they would prefer to do so

53% of customers would spend more money with a brand if they could switch channels or devices to continue a conversation without starting over and repeating their information

The new data reveal an opportunity for enterprises to shift traffic from higher cost channels, like phone and email, to lower cost channels like mobile, social, web chat, or more robustly-featured messaging channels which customers increasingly prefer. It is a rare opportunity to cut costs while simultaneously improving customer experience, engagement, and loyalty.

“This new research paints a picture of the growing disconnect between the way digital consumers want to engage and how enterprises are investing to improve engagement,” said Mike Costello, General Manager of Digital Experience, Contact Solutions. “The findings in this whitepaper demonstrate the importance of a positive engagement experience and how it correlates with customer loyalty. The best way for retailers to bridge the gap is to invest in digital channels to create engagement experiences that are more convenient and better aligned with consumer preferences.”

Contact Solutions surveyed 1,004 consumers on their current and preferred means of engagement, and found that 90% of consumers would be more likely to stick with a company that offered an excellent experience throughout the customer journey that begins with customer acquisition, continues through product and service delivery, and extends into post-sale customer care.

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